The new visual identity is part of a campaign created by AlmapBBDO
Elo announced a new visual identity, with changes in colors, design, purpose, digital power and presents a new way of communicating with customers and Brazilians in general.
The project is signed by the Ana Couto agency and has a campaign created by AlmapBBDO, starring Zeca Pagodinho, Fábio Junior, Alcione, Bela Gil, Glória Pires and Caio Castro and other Brazilian personalities.
The project had the challenge of redefining the concept of “Link” to reaffirm the company’s expertise in being a link that unites buyers and sellers.
“We introduced numerous new features, from green that expresses the country’s natural exuberance to the new combination of colors, which expand the horizons of action and allow us a new interpretation of Brazil, our audience, the national culture – which we like to call Brazilianness – and our way of doing business”, says Mel Pedroso, CMO at Elo.
The repositioning of the brand began last year with the signature “Elo, the Brazilian card”, with the aim of serving all Brazilians. “Now, we will go one step further. We present a new Elo. Much more modern, Brazilian and colorful, transmitting technology and innovation. Our brand is now made up of an infinite line that connects one side to the other, with the word ‘elo’ in highlighted in the center”, explains the executive.
The traditional yellow, red and blue fragmented circle gives way to a multicolored line that will be the central element of Elo’s visual identity. In addition, the brand will also have a simplified version, which will be used on the cards.
“To mark this special moment, we will launch a new institutional campaign with some celebrities who symbolize ‘all types of Brazilians’.” In the films, the characters are represented in different purchasing situations with the card, reaffirming that “the Elo card is for all types of purchases and all Brazilians”, adds Mel.
The campaign will feature two 30″ films, produced by 02 Filmes, starring Brazilian personalities, and publicity on open TV, OOH, DOOH and the internet.
